KUALA LUMPUR: The recent Hilux Unleashed: The Ultimate Challenge 2025 was completed in spectacular fashion, and saw 90 teams chart a route from either Kuala Lumpur or Johor Bahru to Melaka.
Organised by UMW Toyota Motor (UMWT), it combined a first-of-its-kind cross-state treasure hunt with a vibrant public roadshow at Pantai Klebang.
The campaign saw 279 participants deciphering clues, making pitstops, and finally converging in Pantai Klebang for a grand finale of family activities, vehicle showcases, and test-driving thrills.
The treasure hunt’s curated paths encouraged participants to take the scenic route, discover hidden gems, and solve clues that celebrated local culture.
It was an unconventional road trip that tested not only vehicles, but imagination, problem-solving, and teamwork.
This journey-first format delivered a fresh approach to product engagement — turning everyday Malaysians into explorers behind the wheel of the Toyota Hilux and other models.
The journey’s endpoint at Pantai Klebang saw the area came alive with a weekend-long roadshow open to the public, transforming into a coastal carnival of car culture and community.
Highlights included test Drives of six Toyota models, each with complimentary caps and keychains, as well as a Precision Eco-Driving Challenge which was judged live with interactive emcee commentary.
There were also off-road taxi rides through rugged coastal trails — a favourite with families, as well as family fun zones, GR merchandise booths, and hands-on activities for all ages.
“We came for the clues but stayed for the camaraderie. It was a fantastic mix of challenge and fun,” said top prize winner Omar Abdul Rahman, from Kuala Lumpur.
“The whole thing felt like a shared journey. It didn’t matter if you won—it felt like you were part of something,” shared second prize winner Ashley Wong, from Johor Baru.
The campaign had offered three top prizes, seven consolation recognitions, and a social media lucky draw.
“The Hilux has long stood for more than just utility — it’s a reflection of our promise to deliver vehicles that are built to last and designed to inspire,” said UMWT president Datuk Ravindran K.
“With Hilux Unleashed, we showcased what Malaysians already know: that the Hilux is engineered for those who expect more from their vehicle — more strength, more versatility, and more confidence on every drive,” he added.
